OneAmerica Financial | Case Study

Turning smarts into sparks: Thought leadership in action

Challenge

As adults age, many can expect to need some form of long-term care. That’s why OneAmerica Financial is dedicated to developing holistic long-term care solutions that support policyholders and the caregivers who assist them. Partnering with Hanover Research, they surveyed caregivers to understand their daily struggles—and how best to empower them.

Solution

Crackerjack helped OneAmerica bring their 2024 Caregiver Study to life through a robust multi-channel thought leadership campaign. The project featured a number of deliverables: a white paper that delves into the data, LinkedIn ads and social posts to spark engagement, eye-catching infographics to draw attention, and email communications to sustain the conversation.

A custom-designed landing page served as the campaign’s central hub, offering easy access to the study and related solutions. To maximize visibility, we incorporated paid search and SEM, and equipped brokers and wholesalers with a presentation and marketing toolkit to help foster meaningful client discussions.

Our goal? To make the complex data accessible, actionable, and engaging, shedding light on the significant toll of caregiving—and highlighting the timely solutions offered by OneAmerica Financial.

INDUSTRY

Financial

services

Content strategy
Campaign development
Thought leadership

Copywriting
Graphic design
Video & animation
Social media

Paid media
Email marketing

Results

The campaign delivered noteworthy results across digital and earned media channels. Paid LinkedIn ads extended its reach to 159,000 people, while three organic enterprise posts garnered 4,000 impressions — exceeding the industry average click-through rate by an impressive 855%. Earned media efforts also significantly exceeded expectations, with the study featured in 458 articles and news outlets, including major publications like The Associated Press and Yahoo! Finance.

Award: 2025 Stevie Award for Thought Leadership Campaign of the Year

paid ad impressions

article features

organic social impressions

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